Target faced controversy this week as it removed a product commemorating “Black History Month” from its shelves due to a viral TikTok video revealing a glaring misidentification of three prominent Civil Rights leaders.
The video, posted by Tierra Espy, a high school teacher in Las Vegas, highlighted errors in a magnetic learning activity featuring Carter G. Woodson, W.E.B. DuBois, and Booker T. Washington. According to the Associated Press, the names accompanying each leader’s photo were incorrectly matched. In response to the publicized flaws, Target swiftly confirmed the removal of the item from all its stores and online platform. The magnetic activity in question appeared to be produced by Bendon, a children’s publisher based in Ohio.
In an official statement, Target expressed its commitment to discontinuing the sale of the problematic product, both in physical stores and on its website. The retail giant also ensured that Bendon, the product’s publisher, was made aware of the identified errors.
Tierra Espy, who purchased the learning activity at the end of January with the intention of sharing it with her students, discovered the inaccuracies upon inspecting the product at home. In her TikTok video, Espy pointed out the mislabeling, emphasizing the urgency of removing the flawed items from shelves. She lamented the mistakes, acknowledging that errors can occur but emphasized the necessity for prompt correction.
Woke Target can’t even get Black History Month right…
H/T @YourLibertyNews pic.twitter.com/LQFNhw4U4n
— Red Voice Media (@redvoicenews) February 3, 2024
This incident follows previous controversies involving Target’s merchandise. In the previous year, the retailer faced criticism for its Pride Month collection, which included a children’s swimsuit with a tag proclaiming it was “thoughtfully fit on multiple body types and gender expressions.”
Target also featured LGBT-themed books for young children, including titles like “The Pronoun Book” and “Bye Bye Binary,” a narrative about a “joyful baby” rejecting conformity to the gender binary. The inclusion of these items sparked backlash and led to boycotts. Subsequently, Target reported a 5.4% drop in sales in the second quarter, marking the first decline in six years.
During the Christmas holidays, Target found itself embroiled in another controversy for selling an ornament depicting a black Santa Claus in a wheelchair. The ornament elicited criticism from various quarters, further contributing to the challenges faced by the retail giant in navigating sensitive cultural issues.
These incidents underscore the importance of careful curation and attention to detail in the selection and production of products that involve cultural and historical representations. As corporations like Target navigate the complex landscape of diverse consumer expectations, these controversies serve as reminders of the impact that missteps can have on both public perception and financial performance.
Thomas Cooper